Primark, which trades as Penneys here, has launched a new denim collection designed and created to show what circular fashion means in practice.
The new collection is part of The Jeans Redesign, a project from the Ellen MacArthur Foundation's fashion initiative, and it features denim that has been designed, produced and created to align with the vision of a circular economy for fashion.
Based on the principles of the circular economy, the clothes are made to be used more, made to be made again, and are made from safe and recycled or renewable inputs.
The jeans are made from 70% organic cotton, 29% recycled cotton and 1% elastane and the jackets are made from 80% organic cotton and 20% recycled cotton.
The new denim products are also metal rivet-free, a common design element that can make jeans difficult to recycle.
Labelling also includes guidelines on removing buttons and zips before sending to recycle to ensure this product has another life.
The new circular denim collection follows on from the launch of Primark's sustainability strategy launched in September.
The new strategy includes plans to reduce fashion waste, halve carbon emissions across its value chain and improve the lives of the people who make Primark products.
Key commitments include using recycled and more sustainably sourced materials in all of its clothing by 2030, up from 25% today.
It is also working to reduce carbon emissions by half across every stage of Primark product - from the farms where raw materials are sourced, through production and manufacturing, to when a customer purchases a Primark product in-store.
Lynne Walker, Director of Primark Cares, said that Primark is committed to making changes to the way we make our clothes, ensuring that that they are recyclable by design by 2027, that they are made from more sustainably sourced or recycled materials by 2030, and that they last longer by 2025.
"Denim is a wardrobe staple for our customers, from denim jeans to denim jackets, and I am proud of this new collection, which brings to life our ambition and shows what these changes look like in reality," she added.